Brands often find themselves in the position where their Sponsorship assets no longer deliver for their business. Whether your business has grown tired of a particular Sponsorship, your objectives have changed, or the contract of rights you signed for X years no longer appears to be relevant, Social Media offers a compelling opportunity to strengthen your Sponsorship strategy.
Over 70% of Social Media usage is driven by people’s interests (Source: November 2010 Robinson Pincus with 2CV - 501 respondents) with likeminded individuals coming together in tribes for shared experiences around shared passions. These tribes are not elusive clouds of faceless followers but physical networks of content-hungry consumers that are of huge value to brands: a hotbed of raw data, inspirational insight and creative energy.
We access these tribes and draw out their insights. We pinpoint passionate, vocal leaders and new potential audiences that watch from the outskirts of passion-powered communities. We explore their behaviour and answer valuable questions that inform better Sponsorship platforms: how do they like to consume content? What do they like to share? Where would they appreciate help in getting more of their passions? etc.
Combine this insight with a brand’s desire to engage and grow a bigger consumer base (through content that is shared) and you have a very powerful new approach to Sponsorship. An approach that reconnects your brand with your assets and opens up a richer brand-consumer relationship with a big, targeted audience.
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